There is something to be said for a brand that really knows its clientele. Fast food chain Jack in the Box is partnering with Weedmaps to bring back the Pineapple Express milkshake. And OF COURSE, they are bringing it back again on April 20th, the unofficial pot-centric holiday. The Pineapple Express is a vanilla milkshake base blended with pineapple syrup and topped with whipped cream and a maraschino cherry. It was introduced and sold extremely well last year on April 20th.
Like most fast food restaurants, this Southern California-based chain is no stranger to cannabis culture. They have had obvious references to it in their own marketing with things like Munchie Meals and Wakey Bakey Hash. An ad campaign in the mid-2000s featuring a man who is baked and can’t figure out prices in the drive-thru. The company also collaborated in the past with Snoop Dogg’s digital media platform Merry Jane. The shake even shares its moniker with the 2008 film “Pineapple Express” a stoner comedy starring Seth Rogen, James Franco, and Danny McBride.
“Some brands dip their toes into 4/20 with a lighter execution—something with a wink and a nod,” Ryan Ostrom, Jack in the Box’s CMO, said to Adweek. “We want to put a stake in it and own the moment for quick-service restaurants.” Adding “We understand what’s going on culturally in various states and nationwide, and we’ve done a lot of research with our guests. For a certain segment, 4/20 is an important holiday, and historically we’ve been there.”
Jack in the Box has been courting the stoner market now for over a decade. Making a storefront on Weedmaps is really just taking it to the next level. It also makes them the first food brand to make a media buy on Weedmaps. Which is a popular site/app, that allows cannabis users to find dispensaries and local strains.
While support from a fast food chain known for its irreverent humor and hold on the youth market may sound like a no-brainer. This partnership may have a much deeper impact than many realize. “To see household brands like Jack in the Box leverage its potential indicates how negative stereotypes around cannabis have evolved,” said Weedmaps CMO Randa McMinn. “We hope this trailblazing approach charts the way forward for other beloved brands to engage the growing cannabis consumer market effectively.”